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					“Do YOU Make These Internet Marketing Mistakes?”


                     Presented by:
              Pete Kennedy and Phil Frost
             Internet Marketing Consultants
                     Growthink, Inc.
Areas Covered

• Who is Growthink?

• Why Internet Marketing Now?

• What, Exactly, Is Internet Marketing?

• What Goes Wrong?

• How to Do it Right?
Growthink Credentials
• Inc. 100 Fastest-growing Business
  Services Company in U.S.A.
• Better Business Bureau “A” Rating
• Recognized for our thought leadership
  regarding entrepreneurship, strategic
  planning and online marketing
• Have built multi-million dollar Internet
  businesses, managed millions of dollars
  in online advertising
Why Internet Marketing Now?

  • Traditional Marketing Tactics Becoming Less Effective

  • Benefits of Internet Marketing
     –   Targeted
     –   Measurable
     –   Cost-Effective
     –   “Early Mover” Advantage Still Exists


  • Smart Allocation During a Downturn
But What, Exactly, Is Internet Marketing?


                            Key Components
                            1.   Website Design
                            2.   Search Engine Optimization
                            3.   Social Media Marketing
                            4.   Pay Per Click Advertising
                            5.   Email Marketing
What Typically Goes Wrong?

 •   Website Design

 •   Search Engine Optimization

 •   Social Media

 •   Pay Per Click Marketing

 •   Email
Website Design

Top Website Design Mistakes

 1. Impeding search engines

 2. Poor cross-browser compliance

 3. Egocentric site copy

 4. Lacking clear USP

 5. Lacking clear call-to-action

 6. “Brochure”
SEO

What is SEO? Why Does it Matter?
 •   Reach people who are specifically seeking your information and products

 •   Investment in SEO provides on-going streams of relevant website traffic
SEO

Top Search Engine Optimization Mistakes

 1. Web design impediments


 2. Believing SEO is only a web design issue


 3. Not identifying words that people actually search


 4. Not optimizing pages for desired “keywords”


 5. Keyword-stuffing / over-optimizing
SEO

Top SEO Mistakes (continued)

 6. Writing for “robots” instead of humans


 7. Duplicate content and “near” duplicate content


 8. Stagnant content


 9. Not building links to website


 10. Focus on rankings vs. traffic (or transactions)
Social Media

The New Kid on the Block
Why Social Media Matters

•   Communicate with and gain insights from target
    customers

•   Social media provides tremendous reach at a
    fraction of the cost of traditional marketing
    methods

•   Create awareness and buzz around your brand,
    service, or product

•   Successful social media marketing campaigns
    attract links, and as a result, enhance SEO
    efforts
Social Media

Top Social Media Mistakes
 1. Not doing it
     “I don’t have time…”


 2. Not having a purpose + plan
     Random, meaningless content


 3. Being too promotional
     Beware of the “Amway” guy


 4. Not sticking with it
     “I got busy…”
PPC

What is Pay Per Click?
•   Reach people who are specifically searching for your information and products
•   Receive immediate and detailed feedback on performance of campaign
•   Reach thousands of potential customers within minutes
PPC

Top PPC Mistakes
 1. Not being targeted

 2. Not being relevant

 3. No conversion tracking

 4. No email capture

 5. Not testing
Email Marketing

The Power of Email Marketing

  •   Guide customers through buying cycle
       –   Browser
       –   Shopper
       –   Buyer
       –   Lifetime Customer


  •   Cost-effective, automated, scalable
       •   Newsletters, follow-up campaigns
Email Marketing

Top Email Marketing Mistakes
 1. Not opting-in


 2. Not being relevant


 3. Not adding value


 4. Not taking advantage of powerful technologies
How to Do it Right?
How to Do it Right

Take an Integrated Approach
 You might be thinking
 •   “I’m comfortable with SEO…”
 •   “I’m used to PPC…”
 •   “I’m afraid of social media…”


 Why not just do one piece?


 Integrated Approach Provides:
 •   Synergy
 •   Cumulative Results
 •   and Spreads/Limits Risk
How to Do it Right

In-House vs. Outsourced Internet Marketing

 Why not just do it yourself?
 •   Great option if you have the interest, resources, commitment


 But outsourcing has its own benefits
 •   You can remain focused on your core business activities
 •   Often produces better ROI


 Both choices have their Pros / Cons
How to Do it Right

How We Work with Clients

 •   Initial Call to Determine Business Goals
     –   What is your current status? What do you want to achieve?
     –   Who is your audience, who are your competitors?
     –   How will your business benefit from an integrated internet marketing campaign?



 •   Create Customized Action Plan
     –   Audit website
     –   Perform research (keyword, competitive research)
     –   Develop custom SEO, social media, PPC, and email strategies to achieve business goals


 •   Implement Campaign
     –   Typically Structure: 6 month retainer
     –   Fees range from $1K-10K/month, depending on complexity/amount of work required
Next Steps

 •   Consultation to discuss business goals


 •   If there’s a fit, you receive a complimentary website audit as
     part of the consultation/proposal process


 •   Email nextsteps@growthink.com to learn more
Resources
 Online Tools, Resources, Products
                                               •   Books
 •   Keyword Research
                                                   –   Don’t Make Me Think
      –   Google Adwords Keyword Tool (free)
                                                       by Steve Krug
      –   Wordtracker (subscription)
      –   Keyword Spy (subscription)
                                                   –   The New Rules of Marketing and PR
                                                       by David Meerman Scott
 •   Duplicate content checker
      –   Copyscape
                                               •   Blogs
                                                   –   AllTop.com (various categories of top blogs
 •   Free site analysis tool                           for SEO, Content Marketing, etc.)
      –   HubSpot Website Grader

                                               •   Growthink
                                                   –   We’ll be creating more content, resources,
                                                       products and services on the topic of Internet
                                                       Marketing in the coming weeks and months
                            Contact

            nextsteps@growthink.com

Pete Kennedy
www.twitter.com/petekennedy

Phil Frost
www.twitter.com/philfrost

				
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posted:10/28/2011
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